Why is customizing your feed important? 🤔

Here's an analogy: a shopping feed is like the engine in your car & how you segment campaigns is the body of the car. You can have a super sleek frame but if you’re engine stinks, your car will only go so fast and so far 🚙

Here is a little more information on how you can use a provider like DataFeedWatch by Cart.com to update your product feed:

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Custom Labels + Product Segmentation

Our favorite way to segment our Shopping campaigns is to use custom labels to either separate products by profit margin or performance tiers. You can also segment by seasonality or inventory.

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Use your search terms report in Search, Shopping & Performance Max to figure out which keywords you’re winning on. Look at your product reviews to see what your customers are saying. What keywords are they using when they review the product?T ake those phrases or keywords and plug them into your product titles.

Shopify title - "Sun Cream Body SPF30" 👎

Updated Product Title -"Dr. Sturm’s Sun Cream - SPF50 - Anti-Aging & Hydrating Sun Serum - UVA / UAB Protection" 👍

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Image Testing

Often overlooked, image testing can be a great way to standout in an auction. Changing up the background color, adding in a lifestyle image, can help go a long way to increasing CTR. One time, we went as far as using cats to hold our products against a pink background. That didn't work so well, BUT we test everything around here. Image testing is easy to do with DataFeedWatch.

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Product Type

Going beyond the broader Google Product Categories, Product Type allows for 2 things:

1. Customize your category to help you better segment your products

2. Tell Google in further detail what category you want to appear

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Descriptions

Kirk Williams with Zato PPC Marketing describes this really well in his recent video on all things Performance Max.His advice is to go to chatGPT to rewrite your descriptions. Take your on-site product description, tell chatGPT who your target audience is and then prompt it to rewrite your description in a way that follows this example “write a product description to target wealthy outdoor enthusiasts from Midwest and include a fun story…”

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Conclusion

Product Feed customization is amazing when used to the fullest extent! And DataFeedWatch makes it easy.

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I hope you found this guide helpful and as always,

Happy testing!